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The Guatemalan-Maya Center

  • Digital Marketing
The Guatemalan-Maya Center was founded in 1992 by Father Frank O’Loughlin, whose decades of advocacy for migrant workers began alongside Cesar Chavez and deepened through his work with Mayan refugees fleeing genocide. What started as a mission to provide prenatal care has grown into a vital hub of support, serving over 1,000 families each month with programs rooted in cultural dignity, family preservation, and human rights.

Challenge

The Guatemalan-Maya Center urgently needed to expand its after-school program, with a goal of raising $30,000. But beyond meeting a financial target, the real challenge was attracting new donors, engaging the community, and standing out among hundreds of nonprofits during a competitive, one-day giving event.

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Solution

We developed a multi-channel campaign strategy to help The Guatemalan-Maya Center meet their goal of raising $30,000 to expand their after school program. Some of the key tactics we used to support our overall strategy included:

  1. Identifying a clear/realistic fundraising goal. In the case of The Guatemalan-Maya Center, instead of simply having a monetary goal, we equated the goal to the impact: “Help 30 kids succeed in school this year.”
  2. Updated their website to be mobile responsive and implemented a new donation platform for pre and post donations. It was important that their donation tool was both mobile friendly and trackable through Facebook conversion tracking.
  3. Developed an email messaging strategy to leverage storytelling before, during, and after the Great Give to encourage support.
  4. Utilized both paid and organic social media to generate awareness and garner donations. Paid social advertising was especially critical because it allowed us to leverage a variety of retargeting tactics to best reach our key audiences.
  5. Created phone scripts volunteers could use to reach out to past donors and encourage participation in the Great Give. Sometimes accomplishing fundraising goals takes a village, so we wanted to set up volunteers for success!

 

Results

Overall, our digital marketing efforts contributed to a grand total of $40,907 raised.

Of that, $38,787 was raised during one day of giving from 140 donors. The Guatemalan-Maya Center placed 4th overall for most money raised and 10th overall for most donors out of over 375 nonprofits in Palm Beach & Martin Counties.

Most exciting, the bulk of donors were new, first time donors making this a very cost effective donor acquisition campaign.

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